It is a well-reported fact that online shopping has experienced significant and steady growth, both in the US and globally, over the past decade. Consumers have been steadily embracing online shopping for a variety of time-based and convenience reasons, all of which were accelerated due to the social distancing and lockdown measures brought on by the Covid-19 pandemic.
Over 2,000 jewelry consumers were surveyed in the most current Industry and Market Insights 2025 research report, spearheaded by The Plumb Club as part of its commitment to helping retailers understand and leverage market shifts. The survey shows that 62% of respondents have purchased jewelry online, while 50% (an increase of 4% over the previous 2023 survey) have purchased watches online. The most popular reasons given why consumers are prompted to shop online over a physical store are convenience (63%) and more product options (50%), which has increased by 7% over the 2023 survey.
The survey goes on to reveal that online shopping budgets have increased by 22% over the 2023 survey with the average online budget now being approximately $1,652. Brand websites and retailer websites are the preferred channels for buying or browsing online. 34% of consumers say that they browse and buy from jewelry and watch websites that are direct from the brand, while 26% of consumers choose websites from independent or local jewelers.
Social media too, according to these new findings, is gaining traction among consumers and their shopping habits. Not only are 83% of consumers active on social media, but a growing number (44%), a 4% increase since 2023, say they have made purchases on social media. For the most part, the preferred social media platforms are consistent with the previous survey’s findings. Facebook continues to rank #1 (88%) with Instagram ranking #2 (74%). TikTok has had an +11% increase of preference since the previous survey (48% over previous 37%). When making a purchase, these 3 social media platforms are predominant, with 63% of respondents saying that they prefer to purchase from Facebook, 43% from Instagram and 32% from TikTok, all increases from the previous survey with TikTok and Facebook claiming the largest increases. 77% of purchases were related to an ad seen on the platform.
The Plumb Club, an association of over 50 best-in-class suppliers to the jewelry and watch industry, continues in its mission to educate the jewelry industry. Staying in tune with consumer insights is a key building block for the success of every retail business. Responding to those shifts and meeting the evolving desires of the customer is the foundation on which to build a solid reputation of customer satisfaction and loyalty. The Plumb Club is pleased to provide these insights to help retailers do just that!
The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola DeLuca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks. Any retailer wishing more information on The Plumb Club Industry and Market Insights 2025 report should contact their Plumb Club Member vendors or drop by The Plumb Club Pavilion at JCK Las Vegas to visit a member. A full listing of Members can be found here.
Additionally, the research document will be shared in its entirety during the 2025 JCK Las Vegas Show with a presentation on Saturday, June 7 at 12 noon PDT on the Showcase Stage.
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